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Journal : Transformasi

ANALISIS PERILAKU PEMBELIAN AUDIENS TIKTOK MELALUI KLASTERISASI PREFERENSI KONTEN DENGAN ALGORITMA K-MEANS Irmawati, Irmawati; T, Husain; Santi, Santi; nurdiansah, nurdiansah; herlinda, herlinda; kasmawaru, kasmawaru
TRANSFORMASI Vol 21, No 1 (2025): TRANSFORMASI
Publisher : STMIK BINA PATRIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56357/jt.v21i1.432

Abstract

The rapid growth of TikTok as a digital marketing platform has created a need to understand how content variation influences user purchasing behavior. This study is motivated by the lack of information regarding audience responses to live streaming content, particularly in the context of purchase decision-making. The objective of this research is to identify audience segmentation patterns on TikTok based on content preferences and how these relate to purchasing decisions, using the account @takiboutique as a case study. A quantitative research approach was employed, utilizing an online survey distributed to 99 randomly selected respondents. Data were analyzed using the K-Means clustering algorithm to group respondents based on dominant factors influencing their buying decisions. The clustering results revealed three main audience segments. The first cluster (53%) prioritizes creative and interactive marketing strategies. The second cluster (34%) considers price as the most influential factor in purchasing decisions. The third cluster (12%) highlights product quality as the primary consideration. These findings indicate that audience preferences for promotional content are diverse, requiring marketing communication strategies to be tailored to the characteristics of each segment. The application of the K-Means algorithm has proven effective in profiling consumers to support more adaptive and targeted digital marketing strategies.
ANALISIS PERILAKU PEMBELIAN AUDIENS TIKTOK MELALUI KLASTERISASI PREFERENSI KONTEN DENGAN ALGORITMA K-MEANS Irmawati, Irmawati; T, Husain; Santi, Santi; nurdiansah, nurdiansah; herlinda, herlinda; kasmawaru, kasmawaru
TRANSFORMASI Vol 21, No 1 (2025): TRANSFORMASI
Publisher : STMIK BINA PATRIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56357/jt.v21i1.432

Abstract

The rapid growth of TikTok as a digital marketing platform has created a need to understand how content variation influences user purchasing behavior. This study is motivated by the lack of information regarding audience responses to live streaming content, particularly in the context of purchase decision-making. The objective of this research is to identify audience segmentation patterns on TikTok based on content preferences and how these relate to purchasing decisions, using the account @takiboutique as a case study. A quantitative research approach was employed, utilizing an online survey distributed to 99 randomly selected respondents. Data were analyzed using the K-Means clustering algorithm to group respondents based on dominant factors influencing their buying decisions. The clustering results revealed three main audience segments. The first cluster (53%) prioritizes creative and interactive marketing strategies. The second cluster (34%) considers price as the most influential factor in purchasing decisions. The third cluster (12%) highlights product quality as the primary consideration. These findings indicate that audience preferences for promotional content are diverse, requiring marketing communication strategies to be tailored to the characteristics of each segment. The application of the K-Means algorithm has proven effective in profiling consumers to support more adaptive and targeted digital marketing strategies.
Co-Authors Abd Haris, Abd Abdul Rasyid Adhianti, Anissa Aprilia Ahmad Ahmad Ahyuna Ahyuna, Ahyuna Ainy, Zulfa Aisyah Risqullah, Nur Aji, Khanes Setiyo Akhriana, Asmah Al Qadri, Muhammad Alpizar Alpizar Ananta, Rika Dwi Anastasya, Anastasya Andriani, Hertya ANDRINI, ROZI Anugrah, Rizka Anisa Aramudin Aramudin Ardimansyah Ardimansyah Arif, Salmah Aris, Muhammad Arlenti, Lety Arni Arni Arumasari, Angie Shafa Arwanda, Arya Arwand Asran, Asran Asti Putri Bunyamin, Nun Astuti, Lin Suciani Aulia, Puja Auliana, Nur Sapitri Azis, Fahnur Bachtiar Safarudin Bago, Rhyfka Arlina Baharuddin Rahman Basuki Hardigaluh Berta Dian Theodora, Berta Dian Bintang, Putri Bobby Ferly Brillyandra, Fradini Cahya, Ubet Khairul Carlita, Dea Damanik, Khairuddin Dani Rachman, Suci Rahma Dede Tule, Sendy Glaudia Deo, Muhammad Dewantoro, Bagus Djamro, Risnayanti Andi Dwi Yulistyanti, Dwi Dwi, Septy Rahma Edy Tandililing Eka Ariyati Eko Bambang Murdiansyah Elvina, Ade Erlin Windia Ambarsari Erwanto Fadhil, Muflihul Fadillah, Tassya Indri FADLI, MOH Fatimah, Ulfa Fauzan, Raihan Achmad Firman Menne Fitriana Destiawati Fitriana Destiawati Fitriani Fitriani Fitriani, Rina Fitriyah Makmur, Rizki Gea, Benediktus Josua Ginting, Friskarehulina Br Gisatriadi, Norman Hamdani Hamdani Handayani, Helda Nur Handayani, Razki Tsatria Happy Fitria, Happy Harasy, Muhaini Zulfika Harsya, Rabith Madah Khulaili Hasriani Hasriani, Hasriani Hasyrif SY Hendrisman, Hendrisman Hidayat, Mhd. Nanang Husain Husain Ida Ayu Putu Sri Widnyani Iin Nilawati Indo Intan Iqbal Maulana Irmawati Irmawati Iswanto, Riki Ivana, Julia Jasrudin, Jasrudin Joseph Tumiwa Juliansyah, Nendi Julina Julina JULIZAL, JULIZAL Kadir Jailani, Abdul Kartanegara, Hafiith Kasmawaru, Kasmawaru Khairi, Muhammad Fakhri Krisna Rendi Awalludin Kunda, Asri Kusuma, Kirana Zalfaa Kusumah Wn, Uning Linshia, Linshia Lisni, Lisni M Dara Martawijaya, M Dara M. Ibrahim, M. Madyana Patasik Manik, Frita Rohani Marlisa, Welli Marsa, Marsa Marsellus Oton Kadang Martina Pineng Maulida, Nina Miftahurrahmi, Miftahurrahmi Miftahurrazak, Muhammad Mudarsep, Mudarsep Mudassir Mudassir, Mudassir Mujahid, Al Fattah Ibnu Mukhlis Mukhlis Muliyani, Nani Mutia, Intan mutiara mutiara MZ, St. Naziha Nasif Nasriani Nasriani Nasution, Risa Elvina Nazmi, Rahmadana Nina Maulida Nirwana, Nirwana Novi Lasmadasari Nur Elly Nur, Asrul Ibrahim Nurani Nurani Nurdiansah, Nurdiansah Nurhayati Nurhayati Nurmughni Nabilatuzaman, Nada Nurul Fadini Pakpahan, Lisa Caroline Pakpahan, Rachel Meilisa Pandiangan, Tawarika Maritoda Paramita, Aulia Permana, Febrian Pisnitri, Pisnitri Piu, Sriwahyuningsih Pratama, Aldi Nur Puput Effendy, Nathalia Purdani, Kartika Setia Puspita, Yenny Putra, Hafiza Putri Angrheny Aprilya Putri Pratiwi Putri Ryanta, Najwa Aulia Putri, Destari Dwi Putri, Nanda Raihana R. Hariyani Susanti Raden Mohamad Herdian Bhakti RADESWANDRI, RADESWANDRI Rahman, Baharuddin Rahmat Hidayat Rahmat, Alibin Rahmatullah, Nova Ardhiansyah Rais, Muhammad Tasbir Ramadani, Suci Mahlida Ramadhan, Muhammad Aryo Ramadhanti, Suci Ramdhan, Dadan Rasty Yulia Risma Risma, Risma Rismayani Rismayani Ritonga, Miftahul Janna Rizka, Nanda Dwi Rizqi Fitriyah Makmur Robiansyah, Robiansyah Royani, Eda Safarudin, Bachtiar Santi Santi Saputra, Randa Fajar Sari, Febria Lesmita Sari, Seri Purnama Sariana Damis Sendy Glaudia Dede Tule Simbolon, Jahya Adiputra Sismita, Nafia Slamet Hariyadi Sopiandy, Dede Sri Wahyuni Sri Yunita Subarkah, Dea Putriana Suci Wulandari, Andi Nur Suriani, Seri Suryani Suryani SUZANA, SUZANA Syafruddin Syafruddin T, Husain Tamsir, Nurlindasari Tarigan, Aprianta Tariza, Tariza Thabrani R, Thabrani R Tulwahdah, Farida Tutang, Risma Putri Willy Ulfa, Merrina Ulul, Bahrul Usman Usman Vandini, Intan Vebrianto, Rian Vera Sardila Widyaningsih, Sari Wiwin Agustian Yadi Arodhiskara, Yadi Yakoh, Mahnawawe Yani, Rindi Yovani, Mei Linda Eka Yulianto, Kurniawan Dwi Yuniansah, Arif Yusra, Yusra Zega, Sarah Theresia